Selling pet supplies in speciality retail

We’re a nation of pet lovers, with more households than ever before adding a furry friend or two (or more) to their family. While supermarkets may be the natural destination for bulk-buying daily pet food, due to their convenience as well as the many online players offering tailored health-boosting options, there is a valuable opportunity for independents here too.

Delis, food halls and farm shops might not seem like the most obvious choice when it comes to pet supplies, but with the raft of better quality products on the market it makes perfect sense. “Fine food retailers have built their reputation on quality and curation. Their customers trust them to stock the best, whether that’s food for themselves or their pets,” says Ollie Harkus, co-founder of insect-based dog snack brand Some Grub.

“The difference with independent retailers is the space they have to tell a product’s story. Discovery-driven purchasing is key in this category, and when customers can see, feel, and understand the benefits of a product, they’re more likely to make the switch.”

The other key thing to consider is the tangible value of customer experience, says James Lacy, CEO and co-founder of Denzel’s. “People go to independent fine food retailers for an elevated experience that they can’t get at home or at the supermarket, and a lot of people will take their dogs with them in the same way as they would their child – and they wouldn’t make that experience only for themselves and not their child or dog.”

These moments hold tangible results for Speciality Food readers. “These customers stay longer, they spend more money and they have a better experience, so retailers get more value out of being dog friendly. If a place puts pupiccinos on their menu and sells dog treats, people will enjoy the experience with their dogs and talk about it, post on social media about it. They’ll also return because they know that place will cater to their whole family.”

With pet treats, similarly to kids’ snacks and colouring-in kit, not commanding a high price, there’s only so much revenue that can come directly from the sales of these products, says James. “However, what retailers do see is a significant increase in customer experience and sentiment, and repeat business from that customer coming back to buy more coffee, more drinks, more food, etcetera, because they have had a great experience – and are more likely to stay longer while the whole family (including the dog) is happy and settled.”

It’s worth bearing in mind that by not catering to pets, you might well be turning potential customers away – if they don’t feel that their pet is welcome they’re less likely to spend time in your establishment.

Levelling-up pet nutrition

Pets have long been a member of the family, but these days their humanisation is impacting what they’re fed with too – pet food is now being treated, by brands in the fine food sphere at least, in the same way as human food, “Pet parents today are more informed than ever. The humanisation of pets is no longer a trend – it’s the norm. A lot of owners are applying the same scrutiny to their pet’s diet as they do to their own; some even build spreadsheets, and that’s driving demand for food that goes beyond just “premium” branding,” says Ollie.

The negative impact of the poor nutrition found in ultra-processed foods isn’t just a concern in the human food sphere – it’s shaping the pet industry too. “Social media and word-of-mouth have played a huge role in exposing the impact of ultra-processed pet food, and the numbers speak for themselves—over 50% of vet visits are now linked to allergies. Pet owners are waking up to the hidden cost of cheap, low-quality food, and they’re looking for real nutrition that actually supports their pet’s health. The shift is clear – functional nutrition is now the expectation, not a bonus.”

According to Ollie, customers are looking to cover-off a range of tick boxes from their pets’ food and snacks: they’re looking for gut health, functional health benefits, ingredient transparency and sustainable, and novel proteins.

“This category is only going one way – up”

Ollie Harkus of Some Grub predicts the future for the pet supply market

The demand for functional feeding, natural ingredients, and hypoallergenic formulas is outpacing the wider pet food market, and there are a few key shifts happening:

- A move away from generic “premium” labels towards evidence-backed functional nutrition
- A rejection of fillers and grains in favour of real, digestible ingredients
- A growing interest in novel proteins, driven by sustainability and allergy concerns
- An increase in supplements and personalisation, as pet owners look for more tailored nutrition
- We’re focused on delivering nutrition that genuinely improves pets’ health while reducing environmental impact